April 3, 2026
Kendra Sommer: She Quit Her Reporting Job To Build A Motorsports Media Career
Send us Fan Mail She got told “nobody really cares about motorsports” and made a decision that changed everything. We’re talking with Kendra Sommer, a former TV news reporter who quits her job, flies to the SEMA Show with no network, and turns that leap into real momentum and a real business in automotive media. If you’ve ever wanted a career in motorsports content, this story hits that exact nerve: fear, hustle, and the moment you decide to bet on yourself. We get into what it actually take...
She got told “nobody really cares about motorsports” and made a decision that changed everything. We’re talking with Kendra Sommer, a former TV news reporter who quits her job, flies to the SEMA Show with no network, and turns that leap into real momentum and a real business in automotive media. If you’ve ever wanted a career in motorsports content, this story hits that exact nerve: fear, hustle, and the moment you decide to bet on yourself.
We get into what it actually takes to build CWK Media, from creating a credible brand, to working trade shows like SEMA and PRI, to earning referrals that keep the pipeline full. Kendra shares unforgettable shoots and lessons from the road, including documenting the Hot Rod Power Tour, producing features in Saudi Arabia, and filming a Mercury Racing project that involved 175 mph on a boat. We also talk about the unsexy part that makes the work look effortless: pre-production planning, schedules, interview prep, and keeping a crew aligned when everything changes fast.
Then the conversation takes a sharp, fascinating turn into her new “Getaway Car” segment, a blend of automotive history and true crime storytelling that’s already pulling huge attention online. Along the way we touch NASCAR access, the rise of streaming and motorsports documentaries, and why women in motorsports still fight for attention, sponsorship, and respect even as the culture improves.
Subscribe to the Women’s Motorsports Network Podcast, share this with a friend who loves cars, and leave a review so more listeners can find these stories.
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00:02 - Welcome To Women In Motorsports
01:03 - Kendra’s Roots And Reporting Years
03:13 - The Leap That Led To SEMA
05:11 - Building Credibility And Landing Clients
08:37 - Wild Shoots From Saudi To 175
10:50 - How She Plans A Full Production
12:33 - Automotive True Crime And Getaway Car
18:40 - Designing A Life Around Motorsports
20:08 - NASCAR Access And The Streaming Shift
22:48 - Growing Through Referrals And Strong Reels
24:28 - Dream Interviews And Women In Racing
29:10 - BMW Women In Motion And Sponsorship Talk
32:14 - Where To Follow Kendra And Final Thanks
34:04 - Subscribe Share Review And Closing
WEBVTT
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Welcome to the Women's Motorsports Network Podcast, the show that puts the spotlight on the incredible women who fuel the world of motorsports.
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From drivers to crew members, engineers to fans, and everyone in between, we're here to celebrate the trail drivers, dreamers, and doers shaping the sport we love.
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In each episode, we share inspiring stories of females of all ages from every corner of the motorsports universe, past, present, and future.
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It's a journey through the seasons of life filled with heartfelt moments, laughter, and a whole lot of horsepower.
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So whether you're a lifelong fan, a racer yourself, or simply curious about the extraordinary women behind the wheel, settle in, relax, and enjoy a fun and uplifting ride with us.
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This is the Women's Motorsports Network podcast, connecting and celebrating women in motorsports one story at a time.
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Let's hit the track.
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Hello everyone.
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This is Melinda Russell with the Women's Motorsports Network.
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And my guest is Kendra today.
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And Kendra's going to tell us a little bit about herself.
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So, Kendra, I want to welcome you to the show.
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Thank you for taking time to do this.
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Tell us a little bit about yourself.
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Yeah, well, Melinda, thanks so much.
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It's great to reconnect.
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I grew up in Green Bay, Wisconsin, Green Bay Packers, and my dad was a big gearhead and spent a lot of weekends hanging out with him in the garage.
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And then I was a news reporter for a very long time and quit my job to go to SEMA.
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And that's kind of who I am and how I got started.
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Okay.
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So it there's usually somebody that has introduced us to motorsports.
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It's not often, especially as a woman, that you just find the track on your own.
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And so you know, your dad was interested.
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He got you interested.
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And you were a reporter for a long time.
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Tell me about that.
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What what kind of a reporter were you?
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Where did you what what did you do in that area?
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I was a reporter for about two, three years.
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And it they I was what they call an MMJ, which is a multimedia journalist.
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And you know, everybody thinks being a reporter is so glamorous, but they would send you out with a camera and you'd have to figure it out, get the story.
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It was very, it was a lot.
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So quitting that was pretty easy.
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Okay.
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Yeah.
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Probably a lot of travel, and you know, you just never knew what you were going to encounter.
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It was well, that, and then I used to call it a thousand ways to die because they would regularly, I know they would like the TV show, they would regularly put you in situations that were so impossible.
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Like one time the news station put me in a car and it was raining, and the car didn't have working windshield wipers, like or or sending you to like rural Wisconsin at like 10 p.m.
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at night by yourself.
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So it's definitely different than what people think.
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Yeah, it sounds like it.
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And you know, that that's just not safe.
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So no, I don't blame you for leaving there.
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And so you went to SEMA.
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Yep.
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So I went to my news director.
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I was finding all these great motorsports stories.
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He kind of poo pooted and said, Nobody really cares about motorsports.
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So I said, Okay, well, you know, I need to go and have time off to go to the SEMA show.
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And then uh he said no.
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So I quit my job and I went.
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Yeah, good for you.
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Yeah, you know, you have to take a leap of faith sometimes.
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You do definitely, and and that's what you did.
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So you went to SEMA.
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Had you been there before?
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I hadn't I had never been to SEMA, I didn't know anybody, and honestly, I had zero business experience or money, so it was pretty scary.
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Pretty scary, but again, uh that leap of faith.
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Somewhere inside you, you knew that this was the right thing to do.
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Yes, you have to take big risks to get big rewards, otherwise, what's the point, you know?
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Yeah, I I agree.
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I I just took kind of one of those.
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I besides what I do here with the podcast, I'm also a huge crafter.
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I make a lot of like motorsports things, craft stuff, and anyway, so I wanted to, I had an Etsy shop, but I'd never really done anything with it, and so I cleaned it out and I'm taking a course about how to be successful on Etsy, and it's amazing.
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I'm learning so much, and so it was a leap of faith because you know, I'm not I'm not 30 anymore, and so you know, learning things and and doing something different and adding it to my plate with this, but it's something I really wanted to do.
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And obviously, motorsports was in your blood, or SEMA is not where you would have gone, especially had you not been there and you didn't know anybody, right?
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Well, congratulations on taking that leap.
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I'm excited to see what you make and where it goes.
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Yeah, thank you.
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So, Kendra, what do you do at SEMA?
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And tell tell us like, how did you get a job at SEMA just by going to the SEMA show?
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Yeah, just flew out there on a whim and you know, I didn't have a job or any money, so that was a good motivator to meet as many people as possible.
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While at the show, I met one person who was able to kind of help me meet more people, you know, one of the core people at SEMA, and then he did a lot of introductions.
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And I was working it as cruising with Kendra.
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I had to create a media title to get credentialed.
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And then from there, it just kind of morphed into my our production company.
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And, you know, people meet you and they say, Hey, how can I get video work from you?
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So it just kind of all comes together.
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It's really cool.
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It is really cool.
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So what was some what were some of your first jobs that you did with your new company?
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Well, one would have been the Hot Rod Power Tour.
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And that's that was fun.
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It was fun, and that was working with a manufacturer, and it was one of my first paid jobs, which was extra fun.
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And I remember we got on it really late, and every hotel in Kentucky, like it was in Bowling Green, Kentucky, and we ended up having to book at this once one and it was like a half-star motel in Horse Cave, Kentucky, and it was called the Horse Cave Inn, I think.
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It was still pushing that they had colored TV and like in it, and it was memorable.
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It sounds like it, you know.
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I went to a race one time, kind of similar circumstances, and I was in a motel with a number at the bot at the end.
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I won't say it out loud, you know, one of those, and oh, never again, and but you gotta stay somewhere, right?
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You had to figure it out.
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You have to start somewhere too, and you know, it's kind of how it goes, but good stories.
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So when you do when you did that for that manufacturer, then they use it for what advertising, social media, that kind of thing.
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We had a film crew with us too.
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So the film crew, so it was like myself, the film crew all staying at that rinky dink motel, and then we would film the manufacturer as they were going on the hot rod power tour.
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So we'd be getting in different cars with different, you know, brand reps and filming and just kind of documenting it.
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That's really fun.
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I well, and and I think what you do, it's not the same thing over and over and over, right?
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So is SEMA where you get most of your work from, like people that you met there?
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I think that a lot of because we go to SEMA every year, we do the PRI circuit too.
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And I think that having that FaceTime is so valuable and being able to show people, look, I'm more than just the LinkedIn profile.
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Yeah, absolutely.
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It nothing beats meeting face to face.
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I mean, this is kind of the second best if you can meet through Zoom or StreamYard or something, but that meeting face-to-face, you make lifelong friends by doing that part because we just don't do that like we used to.
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We're so so spoiled with technology.
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It's so true.
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And everybody, I think, is craving that face-to-face time.
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So it's like the cherry on top if you can do it.
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Yeah, absolutely.
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So, what's been your favorite job that you've done?
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Do you have one?
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I would say that there are two.
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One was going over to Saudi Arabia.
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We worked in Riyadh with the Crown Prince, they flew 400 of us over there, and our team was in charge of doing the featurettes from a car show that the Crown Prince and the government were putting on to get more western car interest in the area, which was really exciting.
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So that was neat.
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And the other one would have to be I worked with Brunswick and they own Mercury Mercury Racing.
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And we went down the Miami coastline with the CEO of Brunswick going 175 miles an hour on a boat.
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On a on a what did you say?
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On a boat.
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And and when the boat has the seats have handles on the boat, like you know you're gonna go fast, but yeah, I was not ready for 175.
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Wow.
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The and I would hope that the water was fairly smooth because at 175, that's that's crazy.
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Yeah, no, it was.
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It was it was very fast, and honestly, I don't remember if the water was smooth because it all felt pretty bumpy.
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Yeah, and and so I've interviewed some women that race boats.
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That to me, that's crazy.
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Some of the flips and stuff they do.
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Yeah, yeah.
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Somebody said to me, Well, if you if you're a racer or you love, you know, that kind of thing, you have to be just a little bit off in the head.
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I would agree with that.
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That's probably more true than I want to admit because I've I've done the Richard Petty driving experience where I rode with a guy and it was fast, but I was just sitting there with my arm on the window and just enjoying it.
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He said, You're uh he said something to me about well, you're not nervous, and I said, Yeah, is this as fast as this goes?
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And he, you know, and we got done, and he said, Most most women are not gonna be comfortable going.
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We went 170 something, yeah.
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So, so it takes a different person, you know, to do that.
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Yeah, so yeah, good experiences.
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What what is the you know, like when you say you go and you record in that, tell me a little bit more, like in depth, you know, what do you have to prepare ahead of time and then what do you do when you get there?
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Well, I am very OCD when I'm planning and normally so we operate in two different facets.
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I have my my reporting brand where I'm like interviewing people running around like a crazy person covering the industry, and then we have our company, CWK Media, and that works with clients.
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And you know, maybe we're doing something with like a Mercury or something like that.
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They would reach out and say, Hey, we want to do this, this, this, this.
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And then I'm able to go and put together a production book, and that that appeases my OCD.
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Everything's organized.
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We know exactly what we're gonna get.
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Pre-production interviews, schedule for the day, crew gets that.
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So there's no question.
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Because sometimes we'll have you know seven to 15 people on set, and it's kind of like wrangling people, making sure they all know what they need to do.
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Yeah, hurting cats at some point.
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Yeah, that's what you avoid by preparing ahead of time.
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You would hope sometimes things fall through the cracks and right last-minute fires come up.
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Yeah, that's I mean, isn't that true in life?
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That's just that's just what we live a lot of times day by day.
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And the better you get at putting those fires out, the more relaxed and and organized and that that you can be for sure.
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So is there is there an interview or a video, some something that you know you've seen done, but you you'd like to be the one doing it next time?
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Do you have anything like that, like a bucket list?
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Well, one thing that I'm doing with our brand, I'm expanding into automotive true crime cars.
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And I'm finding that is really exciting to me because I'm such a true crime nerd.
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I'm always watching those programs, the documentaries.
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And then I live in LA most of the time, and I'm going to these places where the crimes happen, just like on the weekends, just to look at it.
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And I'm like, well, why not combine my two loves?
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That is really cool.
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I would, and so is it gonna be like a podcast, or what's it gonna be?
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How would how would we listen to it or watch it?
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So we just started posting it on our Instagram.
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It all kind of started by reporting on the Nancy Guthrie situation, which are you following that?
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Oh, yeah.
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So I love Savannah.
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I watched the today's show, so yeah, very much so following that.
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Yeah, it's just it's such a crazy case, but there's vehicles involved.
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And then I started posting some content on my Instagram, and one of them got a million views, and I was like, oh wow, okay, so there's interest here.
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And and since then, we're calling the segment Getaway Car.
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And we just did one on Jim Morrison's Mustang and how it had connections to the Manson family, which is really cool.
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Well, how do you find out about all that?
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Is it from the things that you've already like listened to in the past and and read, or is there like somewhere you go that has a website or something that has all you know?
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How do you find out about Jim Morrison's car?
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Just like I I like love researching and learning, so I know a lot of this stuff, but like the documentaries, things like that, just kind of being in car circles, people will be like, Oh yeah, I have the Zodiac car, or like just like things like that.
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And it's been really interesting.
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I would think so because I haven't heard of anybody doing anything like that, and that you know, you have to do something different, and that I think is really cool.
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I a couple of my daughters listen to the podcasts, like those true crime podcasts, and I'm not sure I can sleep at night if I listen to those, but but they do, so I know that that's really popular for sure.
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Yeah, it it's like I know it's weird, but like I like it because I love like learning, like, oh okay, like, oh wow, that happened to this person.
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Like it that's interesting, you know, and like how do you prevent it from happening to you?
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And it's in like the cases are interesting, the investigation, like it's just really cool.
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So when you find a story like that that you're going to talk about, do you find people to interview?
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You go and obviously visit the place if you're able to where it happened.
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So, how do you you know you just look up and see who you might be able to interview?
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Well, it's kind of weird because being in LA, like a lot of people have connection to true crime.
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So I was talking to one of my friends at a car show, and he goes, Oh, yeah, I used to date Rebecca Schaefer.
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And she was the case where she opened the door and a fan ended up shooting her here in LA.
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And he's like, Yeah, I dated her right before she got shot.
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And I know who was that actor that was on SNL?
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Oh, Phil Hartman.
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My other friend is a stunt man, and he was one of the people who, after Phil Hartman, who was on SNL, was shot by his wife, his that wife went and talked to him.
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So, like, I just for some reason I have all these friends who are in like uh connected to true crime cases, which is really wild.
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Well, and the fact that they know that you're doing it, so you know, that helps too that they they know what you're up to, and then it it you know the light bulb comes on, like, oh, you should talk to so and so.
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That's really how that all works, isn't it?
00:16:26.960 --> 00:16:32.559
You should talk to so and so, and then they tell you to talk to this person, and and yeah, yeah, it's cool.
00:16:32.639 --> 00:16:36.960
I think it has their share of crime, so you should be busy for a while.
00:16:37.200 --> 00:16:37.840
Yeah, yeah.
00:16:38.000 --> 00:16:55.759
Well, it's um, I think the most important thing is the reason why I'm doing this is growing up, I had a relative who was involved in a true crime situation, and they were almost abducted, and just kind of hearing that story growing up, it's like I feel like you know, bringing these stories to life from different perspectives is really important.
00:16:56.559 --> 00:17:01.440
Yeah, it's kind of like you know, warning people about a certain scam or something, too.
00:17:01.600 --> 00:17:06.000
You know, the more knowledge we have to be safe is better.
00:17:06.160 --> 00:17:14.400
So your stories kind of bring out the you know, the important things of locking your doors and not things that you know, years ago you never did.
00:17:14.640 --> 00:17:15.279
Right.
00:17:15.680 --> 00:17:25.200
And now, I mean, I don't always lock my car in the driveway because we we live on a street that's not busy, but I probably should, you know.
00:17:26.559 --> 00:17:31.119
So yeah, so the yeah, you you mentioned the Nancy Guthrie case.
00:17:31.200 --> 00:17:41.200
So yes, I have been following it closely, and just like you said, you know, you have to learn maybe from things that have happened to other people.
00:17:41.440 --> 00:17:45.200
And I said to my husband, she's 84 years old.
00:17:45.359 --> 00:17:48.240
Why would somebody want an 84-year-old woman?
00:17:48.400 --> 00:18:08.400
Well, there's a lot of you know, we're not gonna talk about that reasons that they take an a body or something, but it just makes you stop and think she lived in a really nice neighborhood and all those things, and no one would expect that to happen, especially just an older person.
00:18:08.640 --> 00:18:27.200
And you know, I'm 70, my husband's 71, and so it does just stop make you stop and think that crazy things can happen, and so bringing um I you know to the forefront, and and people saying this is what she, you know, she had a ring camera, but it was no subscription, you know what I mean.
00:18:28.240 --> 00:18:30.799
So those are things we should be doing, right?
00:18:30.960 --> 00:18:34.079
And everybody should have a security system, like things like that.
00:18:35.279 --> 00:18:40.400
Wow, Kendra, what do you love about your job, your business?
00:18:40.720 --> 00:18:44.000
I mean, I would say there are so many facets of it.
00:18:44.160 --> 00:18:47.920
Like growing up, I never thought that I would be traveling so much.
00:18:48.160 --> 00:18:50.720
Like now my life is bicoastal.
00:18:50.799 --> 00:18:59.839
So I live in LA and I live in North Carolina, like I split my time, and this it's cool because I feel like I have designed the life I always wanted as a kid.
00:19:00.079 --> 00:19:05.920
So I it's just kind of shows that if you go after what you want, you can make things happen.
00:19:06.400 --> 00:19:07.680
Isn't that the truth?
00:19:07.839 --> 00:19:32.640
And if you if you ignore the noise where people don't don't encourage or they think it's crazy or whatever, and it's hard to put that out of your mind, but if you can ignore that and just focus on what you want and your dreams and that, it nothing can stop you if you put all that away.
00:19:32.960 --> 00:19:43.519
I definitely agree, and also ignoring the voice in your head sometimes that says you can't do this because it's not just external, it's also you know, internal to your self-doubt.
00:19:44.079 --> 00:19:46.000
That's true, that's true.
00:19:46.160 --> 00:19:54.880
You know, somebody cancels their their you know, event or whatever it might be, and it's it can be probably frustrating for sure.
00:19:55.119 --> 00:20:07.759
If you live in North Carolina, do you do uh anything, any motorsports stories that we would be able to watch, or do you ever do anything with Netflix, any any streaming services, anything like that?
00:20:08.160 --> 00:20:14.559
Well, I just interviewed Jeff Gordon and Richard Petty, that was really great, and that was at a NASCAR event.
00:20:14.720 --> 00:20:18.079
We go to different NASCAR events with clients and different things.
00:20:18.240 --> 00:20:21.359
I haven't done anything with Netflix yet, but it's on my list.
00:20:21.680 --> 00:20:27.920
Yeah, I thought it would be because that you know, so big streaming services and that too.
00:20:28.160 --> 00:20:31.279
And there's so many good documentaries out now.
00:20:31.680 --> 00:20:40.720
I mean, used to be that you couldn't find even on um YouTube, you know, you can find really great little short stories.
00:20:40.880 --> 00:20:56.319
I just interviewed Destiny Spurlock, she's young black girl that is in racing, and and she's got a little, I shouldn't say little, she's got a show, and it's on YouTube with the company that sponsored her.
00:20:56.400 --> 00:21:08.640
And it's it's such a good platform for people who don't have a business or just want to get their name out, and then of course, Netflix, look what it did with F1 and all that.
00:21:08.880 --> 00:21:15.039
I know, and everybody's doing F1 collabs, I swear, like Tommy Hillefinger, like all these commercial brands.
00:21:15.119 --> 00:21:17.119
It's wild how it just blew up.
00:21:17.359 --> 00:21:19.279
It did blow up, yeah.
00:21:19.839 --> 00:21:32.960
But I can see why, because if you if you watch television uh now, right now, the new episodes have started, but for the last what three months or so, everything's a rerun.
00:21:33.119 --> 00:21:36.079
And I'll say to my husband, he'll say, Oh, let's watch this.
00:21:36.240 --> 00:21:38.960
He'll turn off say, Mark, we've seen this, it's a rerun.
00:21:39.039 --> 00:21:40.240
So then where do we go?
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